By Eric Viardot

ISBN-10: 0890068542

ISBN-13: 9780890068540

An entire and well-written advisor to expertise business plan. in case you are new to expertise advertising, or perhaps you have got purely targeting one element of it, this publication may be your bible. plenty of case experiences and extremely effortless to learn. hugely suggested.

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Extra resources for Successful Marketing Strategy for High-Tech Firms (Artech House Professional Development Library)

Example text

Cash cow 4. Trinket Value of business activity Low 6. Antique 8. 6 Business portfolio of a high-tech company. The shaded area represents a strong technological position; the nonshaded area represents a weak position. Corporate and Marketing Strategy in the High-Tech Industry 39 2. A cash cow business activity must free up a maximum amount of cash in order to pursue hopefuls and to expand the stars by limiting investments and by planning to transfer technological capacity toward areas with high potential.

An increasing investment in technology is only justified if the product is profitable in the short run. 7. A dilemma must either become the object of important invest- ments (to improve the company’s technological expertise and its market force) or be abandoned. 8. A dog is a business similar to a trinket, but one that has no techno- logical advantage. Accordingly, it can be sold or terminated, unless it does provide some external leverage to the other businesses, for instance, by sharing some costs or competencies.

This model helps top managers pinpoint key firms activities and their interrelations with others to yield maximum value for customers in comparison with competitors. It allows them to identify the core competencies required to perform in a given business. 5). As a public monopoly, France Telecom was significantly concerned with the technical value of the solutions offered to its customers. Consequently, its main competencies were technology development and operations (production). On the one hand, France Telecom had one of the best R&D centers in the world, the CNET; moreover, France had the highest share of digitized telecommunication exchanges of any major country because of the optical fiber digital network installed by France Telecom.

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Successful Marketing Strategy for High-Tech Firms (Artech House Professional Development Library) by Eric Viardot

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